# Levels’ Ben Grynol on Building a Health Tech Brand with Zero Hard Selling

Page: https://stenobird.com/podcast/brilliant-commerce-7086880/levels-ben-grynol-on-building-a-health-tech-brand-with-zero-hard-selling
Text version: https://stenobird.com/podcast/brilliant-commerce-7086880/levels-ben-grynol-on-building-a-health-tech-brand-with-zero-hard-selling.md
Podcast: [Brilliant Commerce](https://stenobird.com/podcast/brilliant-commerce-7086880)
Published: 2025-06-11T18:14:14+00:00
Episode link: https://podcasters.spotify.com/pod/show/front-lines-studios85/episodes/Levels-Ben-Grynol-on-Building-a-Health-Tech-Brand-with-Zero-Hard-Selling-e3e0qut
Audio file: https://anchor.fm/s/10e2e5fcc/podcast/play/114370973/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-0-22%2F416597287-32000-2-3a132470b97cb33e.mp3
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JSON: https://stenobird.com/v1/public/podcasts/brilliant-commerce-7086880/episodes/levels-ben-grynol-on-building-a-health-tech-brand-with-zero-hard-selling
Duration seconds: 2328

## Resource

Ben Grynol , Head of Growth at Levels , offers a counterintuitive approach to commerce: building an entire health category through education rather than conversion-focused marketing. In this episode of Brilliant Commerce, Ben walks Bryan through how Levels achieved remarkably low customer acquisition costs ($50-80) for a high-consideration, $400 health device by rejecting traditional performance marketing in favor of deeply researched content. The strategy has produced extraordinary results: a 5:1 LTV:CAC ratio despite 60% of conversions happening after a full year of consideration. Topics Discussed: How Levels built the "metabolic health" category from scratch by becoming the authoritative information source first, creating hundreds of deeply researched articles without immediate conversion pressure. Why Levels embraces a 12+ month nurturing process for their high-consideration product, focusing on building trust through value-first content rather than optimizing for quick conversion. Levels' approach to evaluating marketing partners beyond last-click attribution, using metrics like website traffic spikes, email capture rates, and conversion patterns to assess true partner value. Why Levels deliberately limits Meta ad spend, focusing only on retargeting specific partner traffic with email capture goals rather than bottom-funnel conversion. How creating highly specific health content ensures visibility even as search behavior shifts from Google to AI agents by focusing on topics too niche for general summaries. Leveraging lab results and health markers to create hyper-relevant lifecycle communications that drive approximately 30% of conversions through content that delivers genuine value. Recognizing that their primary customer base (women 45-65+) may interact differen…

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